NEW PRODUCT LAUNCH PART 2 1 NEW PRODUCT LAUNCH PART 2 6 New Product Launch Part 2 Elizabeth Berger, Constanza Pierre, Diana Velez MKT571 November 10, 2014 William Reicken New Product Launch Part 2 The major objective of the analysis is to analyze and then critically examine market segmentation plans applied by Apple Company in comparison to the competitors dealing with mobile phones. Segmentation is defined as breaking down a big market to small groups with joint traits with the objective of delivering the market offers that meets the unsolved customers wants nearly as possible (Frank, 1972). A market (buyer) can be divided into many ways that include geographic, demographic, sex, income among others. Through segmentation, it is possible for an organization to meet the consumer’s needs easily sign the marketers know what each group of consumers’ needs. The market can be segmented based on behavior of the buyers that is behavioral segmentation. The market is broken down based on buyer’s information, attitude, application or new product response (Wedel, 2002). Apple applies this division strategy very comprehensively by the entrepreneurs that result to switching of brands. Individuals do not share interests. Individuals interested in purchasing an iPhone have some preferences in products with high technology. Consumers will always choose the most affordable and convenient product. Apple products being easily portable and not big in size makes them become consumer’s choice. The company does not focus on markets instead their main interest is on individuals (consumers). However, the company has given the consumers the freedom to make decisions on ways they need to use the products and the location of using the products. These are the loyal customers who have faith in the products of the company. Consumer’s attitude determines his purchasing power (Krishna, 2013). Demographic segmentation is another form of dividing market based on factors such as sex, age, size of the family, income, work, education; religion among others, clients can be grouped into various categories. Introduction of a certain brand into the market, income, age and sex are some of the factors that have effects on purchasing decision made by the consumer. For an instance, introduction of the iPhone 4s mainly targeted the middle-level earners who have the capability of purchasing a brand. Looking at the brands released by Apple it is clear that they are quality products, and that explains why they come with a high price tag (Richard, 2006). Consumers are motivated by the quality of the products. This means that they never compromise the quality of their products. The features that come along with the product are way too high, and it outlines what applicants can perform on their phones therefore t falls in innovations group. Product Life Cycle The introduction stage is the most expensive for the company. A new product has low sales with a small market. The cost is high f.

1. NEW PRODUCT LAUNCH PART 2
1
NEW PRODUCT LAUNCH PART 2
6
New Product Launch Part 2
Elizabeth Berger, Constanza Pierre, Diana Velez
MKT571
November 10, 2014
William Reicken
New Product Launch Part 2
The major objective of the analysis is to analyze and then
critically examine market segmentation plans applied by Apple
Company in comparison to the competitors dealing with mobile
phones. Segmentation is defined as breaking down a big market
to small groups with joint traits with the objective of delivering
the market offers that meets the unsolved customers wants
nearly as possible (Frank, 1972). A market (buyer) can be
divided into many ways that include geographic, demographic,
sex, income among others. Through segmentation, it is possible
for an organization to meet the consumer’s needs easily sign the
marketers know what each group of consumers’ needs.
The market can be segmented based on behavior of the buyers
that is behavioral segmentation. The market is broken down
based on buyer’s information, attitude, application or new
product response (Wedel, 2002). Apple applies this division
strategy very comprehensively by the entrepreneurs that result

2. to switching of brands. Individuals do not share interests.
Individuals interested in purchasing an iPhone have some
preferences in products with high technology. Consumers will
always choose the most affordable and convenient product.
Apple products being easily portable and not big in size makes
them become consumer’s choice. The company does not focus
on markets instead their main interest is on individuals
(consumers). However, the company has given the consumers
the freedom to make decisions on ways they need to use the
products and the location of using the products. These are the
loyal customers who have faith in the products of the company.
Consumer’s attitude determines his purchasing power (Krishna,
2013).
Demographic segmentation is another form of dividing market
based on factors such as sex, age, size of the family, income,
work, education; religion among others, clients can be grouped
into various categories. Introduction of a certain brand into the
market, income, age and sex are some of the factors that have
effects on purchasing decision made by the consumer. For an
instance, introduction of the iPhone 4s mainly targeted the
middle-level earners who have the capability of purchasing a
brand. Looking at the brands released by Apple it is clear that
they are quality products, and that explains why they come with
a high price tag (Richard, 2006). Consumers are motivated by
the quality of the products. This means that they never
compromise the quality of their products. The features that
come along with the product are way too high, and it outlines
what applicants can perform on their phones therefore t falls in
innovations group.
Product Life Cycle
The introduction stage is the most expensive for the company. A
new product has low sales with a small market. The cost is high
for new product due to testing, development, and marketing
(Kotler & Keller, 2012). Halo will plan to charge a higher price
which will become the average market price. The consumers

3. will be prepared to pay a higher rice to get the newest product
in the database market.
The growth stage is a strong stage for sales and profit. This is
the stage that the company benefits from the production, profit
margins, and economic benefits (Kotler & Keller, 2012). Halo
will have competitive prices, but they will be lowered by five
percent of the competitor prices. This will allow Halo to have
an increase in sales. Halo will also change the marketing
approach to make the most of the increase in sales from the
lowering of prices.
The maturity stage is the state that a company must maintain the
market and an established product (Kotler & Keller, 2012). This
is the most competitive stage. The advantage for the company at
this stage is modifications and improvements in the product.
Halo will improve their market and offer more features and use
more innovative campaigns.
The decline stage is a stage when the product shrinks. The
market becomes saturated as well as consumers switch to
different products (Kotler & Keller, 2012). Halo will extend the
profit of the product by moving production to a less expensive
location. Halo will use alternatives in manufacturing of the
product to increase profit. Halo will not sacrifice the quality;
however the new manufacturing will increase help with profit
margins.
Product Mix
The Halo will allow customers to store documents, pictures,
videos, and movies. Although the Halo is similar to the many
other products that are currently on the market, we plan on
differentiated our product through pricing. This is called the

4. depth of the product mix. The depth refers to the number of
variations of the product (Kotler & Keller, 2012). Companies
like Apple’s Cloud, Dropbox, and other storage databases offer
packages based on the amount of storage needed by the
customer. Most of these companies offer three types of plans;
we will make the Halo’s pricing cheaper to the customer and
with more options for plan choices. This will give us a
competitive advantage.
Entering a market, with well-known brands, like Apple’s Cloud,
can be risky; however, there are customers out there that are not
Apple lovers, and they are looking for other brands besides
brands like Apple, because they are more expensive. Our goal
is to capitalize on that. Our strengths will not only be our
pricing strategy, but it will also include security and privacy for
our customers. Because we are storing data, customers want to
know they are protected against hackers and violation of
personal information. We have spent a great deal making sure
our customers’ information will not be compromised.
Another area of focus for our product is to increase our product
width. The product width is the different types of products
offered by the company. As of now, we only offer one product,
anti-virus software. Customers can purchase Anti-virus
software to ensure documents they are storing are not
compromised. Our R & D department is researching possible
products for the future. We are researching the possibility of co-
branding with another company. We have discussed the
possibility of having our product pre-loaded on cellular phones
and having our product available through App stores, on phones
and computers (Kotler & Keller, 2012).
Positioning Statement
Our goal is to provide customers with quality service for storing
all types of data, such as pictures, movies, music and
documents. We are putting the customer in control by allowing
them to choose from a variety of affordable packages. Halo

5. prides itself in security and privacy, which is why our
customers can rest assure their data is safe.
In conclusion, Halo will provide a product with a detailed target
market profile with key buying behaviors and motivator for the
consumer and organizational target markets. Halo will do this
by managing each stage of the product life cycle and using the
tactical plans outline for each stage. Halo will benefit by
featuring new lines of product with differentiating
characteristics. Our new positioning strategy will help Halo
maintain the target market, provide guarantees for the product,
and continue to motivate our consumers to make Halo
purchases.
References
Kotler, P., & Keller, K. (2012). Marketing Management (14th
ed.). Upper Saddle River, NJ: Pearson Prentice Hall.
Frank, R. E., Massy, W. F., & Wind, Y. (1972). Market
segmentation. Englewood Cliffs, N.J: Prentice-Hall.
Krishna, A. (2013). Customer sense: How the five senses
influence buying behavior. New York, NY: Palgrave Macmillan.
Richard K. Miller & Associates. (2006). Consumer behavior.
Loganville, GA: Richard K. Miller Assoc.
Wedel, M., & Kamakura, W. (2002). Market segmentation.
Amsterdam: North-Holland.
Running head: NEW PRODUCT LAUNCH MARKETING PLAN
1
NEW PRODUCT LAUNCH MARKETING PLAN

6. 7
New Product Launch Marketing Plan
Elizabeth Berger, Constanza Pierre, Diana Velez
MKT571
October 27, 2014
William Riecken
New Product Launch Marketing Plan
The Halo is a database storage application for all devices with
internet access. It can store photos, documents, music, and files.
Halo can store information from your phone, tablet or computer.
Halo can be accessed from the website with download
capability. This new product plan will provide the need, growth,
offerings, definition, justification, identification, survey
questions and SWOT analysis for both domestic and
international markets.
Domestic and International Market Needs
The data technology is a fast growing market. The expected big
data technology market will grow to 16.9 billion by 2015 from
3.2 billion presently (International Data Corporation, 2012).
This is an annual growth of 39.4% for the overall
communication technology market domestically and
internationally (International Data Corporation, 2012). The fast
growth will require more database storage companies.
Domestic and International Market Growth
The estimated growth of the market for both domestic and
international data storage varies from 27.3% for servers to
61.4% for storage by 2015 (International Data Corporation,
2012). There is a growing demand for storage systems that
functions as archiving storage. Halo would be able to
accommodate the archiving needs of consumers. In 2015, the
number of intelligence communicating devices will outnumber

7. IT devices. This will increase the amount of storage needed
both domestically and internationally (International Data
Corporation, 2012).
Domestic and International SWOT Analysis
Introducing a product into the domestic and international
markets can be risky, but at the successful. This product is not
a new product, there are companies that have been success with
database storage; however there are some changes we look to
implement to make our product standout amongst the rest. To
assist in making this happen, we have performed a SWOT
analysis, for both domestic and international markets (Apple,
Inc., 2014).
Strengths
Weaknesses
Innovation of Research and Development
Competitive Pricing and Plan availability
Limited experience in the industry
Brand awareness
Opportunities
Threats
Growth opportunities in a growing industry
Partnerships with other companies (i.e. cellular)
Present/Future competition
Security & Privacy
Our strengths include the innovative research and development
and our competitive pricing and plans available to the
consumer. Because we are emerging into and industry and

8. market that are already steadily growing, we have to remain
ahead of other companies when it comes to innovation while
remaining competitive in pricing. Our weakness is our limited
experience in the industry. Because we are a new and young
company, entering an industry that is already occupied with
well know brands like Apple and Microsoft, we may have some
difficulty establishing brand awareness. We expect the Halo
product to be successful because of the growth opportunities
within the industry. We look forward to the possibility of
partnering up with cellular or computer companies. With more
introductions of database storage companies, it could lead to
threats of future competition, offering cheaper pricing, but it
could also increase security and privacy issues.
Potential Domestic and International Competition
The potential domestic and international competitors include
Apple’s iCloud, Dropbox, Goggle Cloud, and Microsoft Cloud.
These companies provide services, in both, the domestic and
international markets. The differences between these companies
are pricing. Pricing is determined by the plan (amount of
storage) chosen by the consumers.
Domestic Offering and Definition
The Halo application provides convenience to all users
irrespective of the devices they own are using at any particular
time. The Halo product is available in different versions which
have been tested confirmed and therefore can be installed on
phones, tablets, and PCs to cater for all your data needs. It
allows for synchronization of your devices for ease of access to
your document files from anywhere. Depending on your
domestic data consumption needs, the app is available in varied
packages to serve your interest. The price of each package is
concordant to the size of the package that interests you. You
can take advantage of free trials for the product before deciding
to commit to our subscription plans (Marketing Minds, 2014).
International Offering and Definition
Businesses in the international front require data storage

9. applications that conveniently serve their interests. The Halo
application is available online and can be accessed from the
website for download for use by customers across the globe.
Equally, to serve the storage needs of our international
customers, the application is available in a variety of packages
depending on the need of the users. The price of the product for
our international customers ranges from free trials, monthly,
quarterly and yearly subscriptions depending on the storage
needs of the customers. The customer service is great.
Domestic and International Product Identification
Halo is storage for database information. It can store and
archive all types of data including photos, files, music, and
company data files. Halo is a storage system that will provide
reliable, secure, and immediate retrievable access to all data.
Halo will have services that surpass all competitor based on the
speed, accessibility, and simplicity for users. This system can
be accessed globally which will accommodate all domestic and
international users.
Domestic and International Justification
There are several companies providing database storage to
consumers, our goal is to introduce a product to both domestic
and international markets with more competitive pricing for the
same amount of storage being offered by our competitor. Our
goal is to provide consumers more security and privacy settings
regarding his or her accounts (International Data Corporation,
2012). Many database storage companies have had issues with
hackers, and some companies have even discussed selling some
of its database storage to other countries, which could lead to
security issues.
Domestic and International Survey Questions
The purpose of this survey is to collect useful primary data from
local buyers to improve the deliverable services through the
Halo app. The questions should be answered with yes or no

10. where appropriate (Your Computers Guardian Angel, 2012).
Do you require automatic tiering of multiple layers of flash?
Will you require hybrid configurations that would help you
automatically cut off on any additional costs when moving
cooling flash data to spinning disks?
Do you enjoy moving sub-LUN data in preferred chunks?
Do you require active tracking and anticipation of data usage at
all times?
Do you require automatic provision of multiple RAID levels per
tier, drive and volume?
Will you require snapshots integrated within the tiers?
Will you need to move data into the host for further acceleration
while maintaining full end-to-end snapshot capability?
Will you require tiering within a disk while using the whole
disk capacity?
Do you enjoy a preserved tiering and non-disruptive sessions
when removing or adding disks?
Will you need a customized tiering to serve your need?
This product is based on the growth, need, and offerings
for the domestic and international market. Halo is a storage data
base storage company that has a lot of competition, but they
will be set apart from other data base storage based on the
customer service and unbeatable prices. Halo will provide
customers with a product that is high in quality and reliability.
This product will provide the needs of the customers and it is
justified by the market prediction.
Reference

11. International Data Corporation. (2012, March). Worldwide Big
Data Technology and Services. Retrieved from
http://www.icd.com/bigdata
Apple, Inc. SWOT Analysis. Mar2014, p1-10. 10p.
Your Computers Guardian Angel. 2012.
http://www.pchalo.com/privacy-policy.php
Marketing Minds. Objectivity, Insights, Expertise. Copyright
2014 Marketing Minds.
http://www.marketingminds.com.au/apple_branding_strategy.ht
ml